🎓 Prepared by students from Boğaziçi University

What is SWOT Analysis?

SWOT analysis is a four-box framework that maps a business or project: Strengths and Weaknesses (internal) versus Opportunities and Threats (external). It's a planning tool used by marketers, strategists, and entrepreneurs to understand position and plan action.

Short answer

SWOT stands for Strengths (internal advantages), Weaknesses (internal disadvantages), Opportunities (external favorable conditions), and Threats (external obstacles). Together they paint a complete strategic picture.

SWOT Grid: Internal vs. External

Internal Factors

•Strengths: what you excel at
•Weaknesses: what you struggle with
•Direct control

External Factors

•Opportunities: doors that open
•Threats: risks to avoid
•Limited control

Step-by-step worked examples

SWOT for a new coffee shop startup.

Strengths: Owner's coffee expertise, unique roasting method.
Weaknesses: Limited capital, no brand recognition, small location.
Opportunities: Growing coffee culture, online delivery, corporate catering.
Threats: Big chains (Starbucks), rising rent, supply chain disruptions.

SWOT for a mobile app in a mature market.

Strengths: Fast, intuitive UI; engaged user base.
Weaknesses: Small marketing budget, fewer features than competitors.
Opportunities: AI integration, emerging markets, B2B licensing.
Threats: Larger rivals copying features, regulatory changes, churn.

SWOT for an established retail brand.

Strengths: Brand loyalty, logistics network, purchasing power.
Weaknesses: Slow to innovate, high overhead, legacy systems.
Opportunities: E-commerce expansion, new markets, sustainability trend.
Threats: E-commerce disruptors, changing consumer habits, supply shocks.

Flashcards

Quick quiz

Q1.A new competitor entering your market is a SWOT…

Correct answer: D. External and negative — it's a Threat.

Q2.Your R&D team's expertise is a…

Correct answer: C. Internal advantage — a Strength.

Q3.New regulations requiring safer products are…

Correct answer: D. External and constraining — a Threat (though those with safety expertise might see Opportunity).

Q4.Which pair must you improve?

Correct answer: B. Mitigate Weaknesses (reduce internal gaps) and Threats (reduce external risk).

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Common mistakes

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Listing too many items without prioritizing. — Correct: Focus on 3–5 items per quadrant; rank by impact.

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Forgetting to link SWOT to action. — Correct: Build strategy from SWOT: leverage Strengths + Opportunities, mitigate Weaknesses + Threats.

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Treating Opportunities as Strengths. — Correct: Opportunities are external doors — you still need Strengths to walk through them.

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Doing SWOT once and forgetting it. — Correct: Update quarterly or after major changes — business is dynamic.

FAQ

Who uses SWOT analysis?

Entrepreneurs, marketers, strategists, managers, and teams evaluating products, markets, or competitive positions.

How long should a SWOT session take?

1–2 hours for a thorough analysis. Brainstorm in a group, then refine. Quarterly updates: 30 min.

Can SWOT be wrong?

Yes, if based on biased opinions or bad data. Validate with market research, customer feedback, and industry reports.

SWOT for a startup vs. an established company?

Same framework. Startups often have innovation Strengths but resource Weaknesses; established firms have scale Strengths but may miss Opportunities.